服务管理Encounter.ppt

1、McGraw-Hill/IrwinCopyright 2006 by The McGraw-Hill Companies,Inc.All rights reserved.1TheServiceEncounterTheServiceEncounterCopyright 2006 by The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinChp6ChapteroutlineChapteroutlineThe service encounter triad The service organization Contac

2、t personnel The customerCreating a customer service orientation Service profit chain3SUPPLEMENTARYMATERIALSSUPPLEMENTARYMATERIALSRobertSimons,ControlinanAgeofEmpowerment,Harvard Business Review,March-April1995,pp.80-88.Case:Nordstrom(HBScase9-579-218):Nordstromisaverysuccessfuldepartmentstorethathas

3、definedasuperiorlevelofservicefortheentireindustry.Theemployees,whoarechallengedbyapay-for-performancepolicy,areempoweredtodeliverthehighestlevelofservice,buttheyareunderconsiderablepressuretomeetsalesgoals.4Use the service encounter triad to describe a service firms delivery process.Discuss the rol

4、e of organizational control systems for employee empowerment.Prepare abstract questions and write situational vignettes.Discuss the role of customer as co-producer.Describe how elements of the service profit chain lead to revenue growth and profitabilityLearningObjectivesLearningObjectives5KeytermsK

5、eytermsServiceencounter（服务接触）Serviceencountertriad(服务接触三元组合)Culture（文化）Empowerment（授权）Abstractquestioning（抽象提问）Situationalvignette（情景小品）Co-producer（合作生产者）6.TheServiceEncounterTriadTheServiceEncounterTriadService encounter（服务接触）：is defined as the period of time that a customer interacts with a servic

6、e.The inscape of service encountercustomerContactPersonnelServiceprovidingsystemtangibleevidence7.TheServiceEncounterTriadTheServiceEncounterTriadThe key characteristics of service encounterServiceencounterhasaclearpurpose;Theserviceproviderisnotaltruistic;Itisneedntpreacquaintbetweencustomerandserv

7、iceprovider;Thescopeoftheserviceencounterislimit;Theinformationexchangingrelatedtotaskshowedobviousdominance;Theroleofcustomerandserviceproviderhasbeendefinedclearly.Thesocialstatusofacustomerorserviceprovidermaybechangedtemporaryinaserviceencounter.8ServiceOrganizationEfficiencyversussatisfactionEf

8、ficiencyversusautonomyCustomerContactPersonnelPerceivedcontrol.TheServiceEncounterTriadTheServiceEncounterTriadp Service encounter triad(服务接触三元):A triangle depicting the balance of goals among the service organization,the contact personnel,and the customer.Figure 6-1:The service encounter triad9.The

9、ServiceEncounterTriadTheServiceEncounterTriadEncounter dominated by the service organization contact personnel-dominated encounter customer-dominated encounterp A satisfactory and effective service encounter should balance the need for control by all three participants.10.T Theserviceorganizationhes

10、erviceorganizationTheserviceorganizationestablishestheenvironmentfortheserviceencounter.Culture（文化）:the shared beliefs and values of an organization that guide employee decision making and behavior in the firm.SchwartzandDavis(1981)-Cultureisapatternofbeliefsandexpectationssharedbytheorganizationsme

11、mbers.Mintzberg(1989)-Cultureisthetraditionsandbeliefsofanorganizationthatdistinguishitfromothers.HoyandMiskel(1991)-Cultureissharedorientationsthatholdtheunittogetherandgiveadistinctiveidentity.Examples:ServiceMaster(ServicetotheMaster),Disney(Choiceoflanguage)11Empowerment（授权）：providing contact pe

12、rsonnel with the training and information to make decisions for the firm without close supervision.InvestinpeopleUseITtoenablepersonnelRecruitmentandtrainingcriticalPayforperformanceControlsystemBeliefsystemRestrictionsystemJudgmentsystemInteractionsystem.TheServiceOrganizationTheServiceOrganization

13、12 The feature of contact personnel:flexibility,tolerance for ambiguity,ability to monitor and change behavior on the basis of situational cues,empathy for customer.Selection1.Abstract Questioning(抽象提问):an open-ended question used to screen potential employees by revealing a candidates ability to ad

14、apt and use interpersonal skills.2.Situational Vignette（情景小品）：a service encounter situation that can test a candidates ability to“think on her or his feet”and to use good judgment.3.Role PlayingTrainingUnrealistic customer expectationsUnexpected service failure.ContactPersonnelContactPersonnel13Unre

15、alistic customer expectations Unexpected service failure 1.Unreasonable demands 1.Unavailable service 2.Demands against policies 2.Slow performance 3.Unacceptable treatment of employees 3.Unacceptable service 4.Drunkenness 5.Breaking of societal norms 6.Special-needs customerUseservicescripts(服务脚本)t

16、otrainforproperresponse.ContactPersonnelContactPersonnelTable 6-1:Difficulties with interactions between customers and contactA service script is one method that companies may use to improve quality.Such scripts provide a professional and consistent way of solving customer problems.14ExpectationsandAttitudesEconomizingcustomer（经济型顾客）Ethicalcustomer（道德型顾客）Personalizingcustomer（个性化顾客）Conveniencecustomer（方便型顾客）CustomerasCo-Producer(合作生产者)Viewingthecustomerasaproductiveresourceintheservicedeliverypr